upstart bay area - april 9, 2014
TRANSCRIPT
UPSTART BAY AREAEsther D. KustanowitzApril 9, 2014
AGENDA Introductions & Taking Your Questions (20
minutes) Overcoming fears, looking at social media
differently; outlining & deepening relationship (10 minutes)
Look at some examples (30 minutes) & discuss in small groups
BREAK (10 minutes) Best practices, times (10 minutes) Tools, takeaways & things you can do immediately
(10 minutes) Open Q & A (20 minutes) Close & 3-2-1 (10 minutes)
IF YOU’RE NOT LISTENING TOSOCIAL MEDIA… …you’re missing half the story:
Lifecycle (photos, announcements) Emotional challenges (vaguebooking) What social and political issues get your people
fired up (positive/negative) Information about how your people use social
media How people feel about your programs or
institution Access to constructive criticism (without F2F)
SOCIAL MEDIA RESISTANCE “I don’t even understand how Twitter works.” “Who cares what I think?” “I don’t care what anyone else ate for
breakfast!” “I can’t come up with that much content on a
regular basis…” “Who has time for this stuff?” “Blogging isn’t real writing.” “The whole internet is just full of complaining
and negativity.”
SOCIAL MEDIA LITERACY It’s not about:
“becoming more tech-savvy” “being a tech geek”
It’s about learning the tools that help you: manage, organize and access information manage, increase and deepen relationships reach people where more of them, increasingly,
are (Social Media Revolution) learn about your constituents engage and converse with constituents in new
places
YOU DON’T HAVE TO BE EVERYWHERE AT ONCE…Because you can’t…there’s a lot out there…
•Assess what your capacity is for media outreach (financial & human resources)•Choose a few tools that make sense for your audience, focus on them•Always stay informed of new things as they come up (Instagram was new once)•Aseh lakhem rav (find a resource)
THERE IS NO “BEST” OR “IDEAL” Measuring success depends on your goals &
priorities: Number of followers/likes on a page/profile Number of engaged followers (consistently
“liking,” commenting or RTing your messages) Followers who “break the fourth wall,”
interacting like stakeholders instead of consumers
Members in your organization Fundraising or sales Awareness Participation in events and initiatives (in-person
and online) Engaging volunteers, recruiting to board/donors
HOW TO NOT GET OVERWHELMED BY SOCIAL MEDIA – 2 MODELS Social Media Tourism
Learn the language Get recommendations from your friends who
have been there Visit Exotic Twitterland
Social Media Personal TrainingTrain for the marathon (work up to it)Devote some time every day – plan into the
scheduleAlternate types of exercise (so you don’t get
“bored)Find a workout buddy
FINDING INSPIRATION IN TEXT/TRADITION
CULTURE OF SOCIAL MEDIA STORYTELLING: “TOP-DOWN” TO “UP AND OUT!” Online engagement THEN:
hierarchical undemocratic user impact: low You’d buy what they’re
selling, or you wouldn’t
NOW: peer reviews consumer feedback & interaction invested “prosumer” class affects marketing, popularity,
troubleshooting “Inside the Wonkavator” – stories come from, and go,
anywhere IT’S ALL ABOUT THE RELATIONSHIP
http://content9.flixster.com/question/46/64/76/4664763_std.jpg
INITIAL EN
COU
NTER
•Healthy skepticism•First impressions•Immersion -“too soon?”•Right org/person at the wrong time is the wrong person/org•Sense that the person/project adds a unique value
DEEPEN
ING
ENG
AGEM
ENT
• Connection
• Interest• Dynamis
m• Sense of
Humor• Shared
experiences
• Buildingrelationships
DEEPEN
ING
RELATION
SHIP
•Deeper investment – time & emotion•Working together•Partnership•Shared experience
creating history
CON
FLICT OR CH
ALLENG
E
•Period of instability•Moment of dissent or distress•“I am not your consolation prize”•Admitting when you’re wrong•Intense work to repair relationship•Showing value
RESOLU
TION
•Trespasses forgiven•Conflict resolved•Understanding•Connected for life•Compromises (sauce on the side)
SHARING STORIES WITH PEOPLE YOU’RE “IN RELATIONSHIP” WITH Is your story about...
The organization or program itself? An event? The speakers/attendees at an event? What makes your program different from all
other programs? How can you show as well as tell your
story? (video, photos, etc) How can you engage the audience in a way
that transforms them from “readers” to co-storytellers, partners, prosumers?
SOME EXAMPLES – HOW ARE THEY DOING? The Accidental Talmudist TEAM (The Equine Athletics Mission) Israel Rabbi David Wolpe Limmud International
Questions: Do you have a sense of what this person or
organization is about? What made an impression? (positive or negative) Did you learn something? Would you come back? If so, why? If not, what could
the page change in order to change “no” to “yes”?
TO KEEP IN MIND Tools (Facebook, Twitter, Instagram, others)
technical, can be learned Content – (story, message)
tailored for each medium strategic, current, relevant
Length – (short, or shorter) strategically tailored for each medium
Timing when is your audience awake? when is best for your initiative?
CONTENT CREATION TIPS = HUMAN ENGAGEMENT TIPSTreat your online constituents like they’re
offline… Content is storytelling Show, don’t tell – words can be pictures Riveting content is
Current/topical Consistently on-message Deepens relationship Provides a unique value
emotional /intellectual shared passion – justice, equality, sports Distinctive tone, personality, humor
WHERE DOES CONTENT COME FROM? Google Alerts / Google News Search
(archives) Stay tuned to Twitter, CNN, BBC, Facebook –
what are people talking about? How does it relate to your work?
Authentic lenses on passionate subjects eJewishPhilanthropy.com, Harvard Business
Review, Jewish Journal, LA Times, venues you’d like to be published in, etc
Newsle, Nuzzel, content aggregators
IDEAL LENGTH FOR ONLINE ENGAGEMENT
IDEAL LENGTH BREAKDOWN & ANALYSIS“Solid research exists to show the value of writing, tweeting,
& posting at certain lengths.” -Fast Company*
Blog post– 7-minute read (about 1600 characters) 40-55 characters/8=11 words per line
Facebook – 40 characters or fewer Twitter - around 100 characters – w/spike in RTs among
those between 71-100 characters Headlines – 6 words Email subject header – 28-39 characters More in article (TED talks, domain names, etc)
*Notes: Above quote = 48 characters Research didn’t focus on Jews/nonprofits
THE “ORGANIC REACH” CHALLENGE Bad news: Recently, a study revealed that
Facebook page organic reach went from an average of 12.05% in October, 2013 to 6.15% in February, 2014.
OK news: When compared to traditional advertising like television, radio or print, Facebook is more affordable and more targeted.
Sources: Your Facebook Page’s Organic Reach is About to
Plummet – SocialMediaToday.com Why you should spend $1/day on Facebook ads –
Moz.com (their motto: TAGFEE: Transparent, Authentic, Generous, Fun, Empathetic, and Exceptional)
FACEBOOK VS. TWITTER Facebook – distribution, sharing & discussion
(deeper reach) a newsroom the water cooler/break room Jewish geography: school/camp/uni reunion evite.com
Twitter - consumption & distribution (wider reach) a cocktail party in a large room a convention a sports arena CNN news ticker
GOOGLE + & PINTEREST Google+:
video meeting center space to share articles of interest space for discussion? better way to organize friends?
Pinterest: An online portfolio A scrapbook A design journal or interior decorating plan
Both: Basically a mystery to me
HOW OFTEN TO POST? (GENERAL GUIDELINES TO START)
WHEN TO POST?
http://www.mediabistro.com/alltwitter/social-best-times-post_b49546
WHEN TO POST: FACEBOOK & TWITTER
http://www.mediabistro.com/alltwitter/social-best-times-post_b49546
WHEN TO POST: BLOGS
http://www.mediabistro.com/alltwitter/social-best-times-post_b49546
5 THINGS YOU CAN DO NOW
1. Set up some Google Alerts2. Sign up for eJewishPhilanthropy & Fast Company
emails (or more)3. Brainstorm ways you can create more engaged
“prosumers”4. Create a content plan that includes varied types of
content, media and voices5. Be open to input & inspiration from other places
(things you see on the street, parenting, pop culture trends, etc – great for SEO, when organic)
TOOLS & RESOURCES• Free webinars from DarimOnline.org and Wild Apricot• Inside Facebook and Mashable newsletters (for social
trends/literacy in social media tools and shifts)• eJewishPhilanthropy, Google Alerts, Wired, Fast
Company, Harvard Business Review, Pew Internet Study - articles of interest
• Manifesto: Social Media for Jewish Organizations (My Urban Kvetch)
• The Future of Jewish Journalism (Or Anything Else) (eJewishPhilanthropy)
• Wanted: Jewish Leaders for the Digital Age (Ha’aretz)• Here Comes Everybody – Clay Shirky• Empowered Judaism – Elie Kaunfer
3, 2, 1 3 things you've learned 2 people you want to tell about today’s
session or something you learned here today 1 thing you're going to do differently as a
result of the conversation/1 commitment you're going to make to try...
HOW TO EXTEND YOUR ENGAGEMENT (END OF DAY, PROMPTED BY ERIK) Spending time to FB post once a day Raise more money and find the right people so that we can
spend more time doing things like FB posting, better and more thoughtfully
Finding the right platform – focusing on Linkedin or Twitter Going to learn how to RT Better research about stakeholders and where they are Making sure content that’s posted is engaging and valuable to
user Targeted advertising Reactivate Twitter account, use interesting lines from the
podcast Getting personal voices out there, stirring the pot beyond
getting magazine posts out there Translating FB likers to email subscribers Put a time in my schedule each day – 20 minutes to do all this
